Why does Apple treat Steve Jobs' health like a new product?

Some anonymous tipster called Valleywag today with the news that Steve Jobs was getting surgery at Stanford hospital in Palo Alto (Update - SAI says he was in Apple meetings all day - it's Monday after all).  It probably is a false rumor but I have discovered a truth. The reason why Steve Jobs' health gets followed intensely by the media is because Apple treats it exactly like they treat new products.  Whether it is intentional or not, they've been building up a steady stream of hype for the past year.

Any number of companies would have denied Jobs was in the hospital plainly in this instance or, if it were true, would have disclosed it months ago.  Apple? No comment.

So how does an Apple treat its products/Steve Jobs health similarly?

First, there is nothing but a few inconspicuous clues. 

Steve Jobs' health?

Jobs is thinner than normal and he's talking with a raspy voice. 

The iPhone:

Motorola's CEO, Ed Zander says "Everyone knows Apple is working on an iPhone!"/ Apple gets the domain name iPhone.org. 

Of course all official requests are denied about either two things.  But then Apple starts dropping hints:

The subject starts becoming real when it hits the show circuit.  iPhone is introduced in January 2007.  Steve Jobs advertises his blood pressure and jokes about the death report being greatly exaggerated.

Then things start getting real.  Press releases "I have a hormone imbalance," "I am sicker than I thought."

Then the final unveiling.  Steve Jobs says he's taking the first half of 2009 off because of his sickness. 

All of the rumors that Apple created by not being straight are proved to be correct. Now no one knows what to believe.  Do you believe the rumor mill or do you believe the PR machine?

What else is Apple hiding? Everyone wants to know.  Of course it is morbid but it has a profound effect on Apple.  The news is mysterious the answers will have far reaching affects.

How to diffuse this?  Do what every other boring technology company does with their products.  Put it all out there.  What is the real situation?  What is the roadmap?  Take honest questions and answers for a few hours.  I promise you after that, no one would care.

The question goes back to, as the saying goes, if Apple treats its CEO's health exactly like it treats new product announcements, why should they expect the media to act differently?